This is marketing. If you dig into that story, Apple's refusal was a process refusal. If the FBI gave Apple the iCloud account and followed Apple's process of law enforcement, Apple would hand over the entire contents of the account on a silver platter. Apple has all of your data and will hand it over in a heartbeat.

They also hand your data to advertising partners of theirs with abandon. You cannot opt out of Apple advertising per their terms of service.